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Problem

If you were the marketing director for a keyboard manufacturer whose major customers are personal computer manufacturers, how could you design the most effective market research program? What are the key steps in the process for you?

Step-by-step solution

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Step 1/3

Market research can be referred to as a process that is required by companies/businesses to determine as well as understand customer values. It helps in the development of products as well as create marketing strategies for the company's success.

Step 2/3

Following are the steps required for creating the most effective market research for computer manufacturers as customers, from keyboard manufacturers:

• Determination of information requirements – it includes defining the problems that the computers might face without having keyboards. Make the customers believe that the keyboard manufacturers have the best managerial information.

• Research design – it involves establishing the objectives of the research and the regions where research is to be carried out. After obtaining information from a trusted source, the best research technique is to be selected. This will be useful for getting adapted in different countries.

• Development of secondary as well as primary data – primary data will allow the company to conduct its research and execute the plan. Secondary data includes information collected from other companies' research that might prove useful to the keyboard manufacturer.

• Carrying out surveys – the computer manufacturers can be interviewed or contacted for their expectations and needs from keyboards. It can be either through phone, mail, personal mode, or online methods.

• Observation and experimentation – the keyboard manufacturer must observe the computer manufacturer's employees. This will help in identifying how computers can be used with keyboards easily. After analysis, the keyboards must be put out to test. Trials must be sent to the selected customers.

The key steps in the process are as follows:

• Determination of information requirements.

• Development of Research design.

• Development of secondary as well as primary data.

• Survey conductance.

• Observation.

• Experimentation.

Step 3/3

As stated above, these are the steps that are required in the development of the market research process.